Social Media Strategy: Holiday #JollyJewelryDays Posts

Hello November and hello holidays! Jewelers, we know just as well as you that the holidays are your busiest selling season, and for a good reason — people use jewelry to tell a story. Nothing beats receiving a gift that means something to someone, like an engagement ring, a push present, or so much more.

Your business’s social media should tell a story of your store. Especially when making those final holiday sales pushes, your Instagram needs to reflect you, your brand, and your product offering. Though, I know it’s easy for social media to exist in the back of your mind during your busiest times.  

That’s why I want to help you with a little gift: a week’s worth of social media posts, ready-to-use, just for you. Leverage these posts during some of the final days of the holiday selling season! All you need to do is click and drag the photos to your desktop, then copy and paste the caption.

December 14

Personalized pieces make for the best presents for your loved ones. Gift those close to your heart with jewelry that is exclusive to them! #JollyJewelryDays

December 15

Whether you’re looking for an engagement ring for that special someone, or just wanting to get them some jewelry to add to their existing #RingStack, we’ve got all the customizable bridal goodies — just in time for Christmas. #JollyJewelryDays 

December 16

The prettiest gifts come in the prettiest packages! We have tons of different styles of packaging to effortlessly hold your precious presents. #JollyJewelryDays

December 17

Looking to make the jump with the one you love the most? Look no further. We’ve got the engagement rings that are sure to make your partner fall in love all over again. #JollyJewelryDays

December 18

We’ve got a great stocking stuffer for you — stackable earrings! Stop in to pick up some last-minute stackable gifts that are sure to incite joy! #JollyJewelryDays

December 19

If you’re a fan of the stackable trend, don’t miss out on these dainty rings set with lab-grown diamonds! They make for a perfect, quick gift for others (or yourself!). #JollyJewelryDays

December 20

Christmas is Thursday! Are you prepared?  

If not, no worries. We’ve got some jewelry essentials in-stock and ready to go. #JollyJewelryDays

As a bonus, here’s a good group of hashtags you can use to promote your holiday photos! 

#finejewelry #jewelrygram #instajewelry #jewelrydesign #jewelryaddict #sparkle #modernjewelry #jewelrylovers #fashion #jewelrytrends #jewelrylove #jewelryofinstagram #diamonds #diamondlife #thatsdarling #fashionjewelry #womensfashion #personalizedjewelry #giftsforher #accessories #spirituality #mindfulness #inspiration #consciousness #holiday #holiday2020 #christmas 

We’ll call this campaign #JollyJewelryDays, in celebration of the countdown to Christmas! I wish all of you a joyful (and lucrative) holiday season. As always, feel free to reach out to me about any social media questions here: hannah_blaine@stuller.com. I’m always available to help you!

…and make sure to follow Stuller for year-round inspiration on Facebook and Instagram!

Social Media Strategy Overhaul Before the Holidays

Alright jewelers, it’s time to suit up. The holidays are quickly approaching. From cleaning your cases, to stocking up on the right tools and product for those holiday projects, there are a plethora of things you can do during this time. I’m here to say this: use this time to reevaluate your social media strategy! Social media can often be put on the back-burner, especially during your busiest months, but it is important to have a good social media strategy in place for the holidays.

Follow along with me as I break down a few tips and tricks on how to revamp your social media strategy.

Monitor Your Insights

When you start looking into your insights, you’ll realize you’ve got a ton of valuable information right before your eyes. Things like demographics, which images perform better, how many people your posts are reaching, and much more are all available to you. You can use this information to inform your future posts. For example, if you notice your photos of engagement rings are performing better than all of your other posts, it’s safe to assume that your audience is interested in engagement rings, and you can push them further on social (but don’t let your posts get too saturated with one type of content!). More engaged posts mean more people see your posts, which mean more people become acquainted with your business.

See the image below. What assumptions can you make based on this data? If you notice, the links we posted didn’t perform as well as our other types of content. This might tell me to post less links and more pictures/videos!

A breakdown of post performance from Stuller’s Facebook insights

Plan Out Your Posts

This one is a hard and tedious task, but trust me when I say that future you will thank past you, especially during the holidays! Take some time out of your day/week/month and plan. Download a monthly calendar from Google, plan which days you’ll post which content, and come up with the copy (marketing word for caption). Utilize popular jewelry hashtags by doing some research, and BAM! You have your social all set up for the next month. It’s harder said than done, but you’ll feel relief when you have a whole month’s worth of social posts done before the second week. This brings me to my next tip…

This is a daily breakdown of our monthly content calendar

Schedule Your Posts

I’ve talked about this before and I’ll talk about it again: schedule your social media posts! Take this time to learn and get a feel for scheduling posts, and get in a habit of doing it. It becomes much easier the more you do it, and before you know it, you’ll be mindlessly scheduling months in advance! At Stuller, we use the scheduling platform Sprout Social, but we recommend either Later or Facebook, which has a publishing platform called Creator Studio that is free for you to use.

A week of Stuller Instagram posts from Later’s platform

And that’s it! Get in the habit of utilizing these tips and tricks so you aren’t falling short on social during the holidays. Read up on some more of my social media blogs here to get you in the social media spirit. Godspeed!

How to Use Hashtags on Social Media to Market Your Product

Do you remember when you used your first hashtag? For me, as a Gen Zer (or “Zoomer” as I much prefer it), hashtags were always part of my life on social media. In fact, I don’t remember a time where hashtags weren’t a thing. (Don’t lose all faith in me, though – I still know the term “pound sign”, despite probably being the last of the younger generation to know this.)

Anyway, if you aren’t on the hashtag train yet, you’re essentially missing out on free social media reach. So join me as I talk about why you need some hashtags in your life.

What is a hashtag?

Let’s start with some fun history. The hashtag was actually first used by Twitter user Chris Messina. Back in 2007, Chris offered the idea of using the pound sign as a way to group people/places/things together.

Little did Chris know this simple tweet shook how we search phrases on social media forever. Now, Merriam-Webster defines hashtag as “a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet)”. Pretty cool how one tweet changed the entirety of the social media landscape, right?

While hashtags can be used on Facebook, I believe they are more useful for your Instagram (and even Twitter) strategies. Let’s talk about why.

Why should I use hashtags?

Well, first and foremost, hashtags are an easy way to show your post to more people. Jewelry industry people, ESPECIALLY bridal/engagement businesses: I’m talking to you. Brides look to social media for inspiration about their weddings, which include their dream ring. With the modern bride emerging, I’ve found that #alternativebride is an effective hashtag to add to modern bridal designs, rings set with salt and pepper diamonds, etc. And that’s just one example. Don’t you want your posts to reach more people?

Stuller’s hashtag performance, gathered by Later

You can also use hashtags to conduct content research. For example, if you search “stackable rings” in the Instagram search, you can find top performing posts with that hashtag all in one place. This can inspire you to post things that are more similar to what you see under that tag, as those posts are likely performing very well.

Another good use of hashtags is for branding purposes. Urge your customers to use a branded hashtag for your business. For instance, Stuller’s branded hashtag is #HowIStuller, 302 Fine Jewelry’s hashtag is #302onYou, and ever&ever’s hashtag is #EverAndEverBride. Branded hashtags generate a buzz in your local community. Think about it: if one of your customers posts a BEAUTIFUL pair of earrings made by you and hashtags it, their friends may be more likely to see your other work from that hashtag, or even follow you!

Which hashtags should I use?

Typically, hashtags should be relevant to the content you’re posting. However, some hashtags are more popular than others. Instagram only allows up to 30 hashtags on one post, but I’m going to give you some resources that give you popular hashtags when your search one topic.


This site is extremely easy to use. All you have to do is enter a phrase (ex. “earrings”) and they give you 30 relevant, popular hashtags you can use on a photo of your earrings.

A screenshot of a cell phone

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Later is a scheduling platform (that I recommend you all get on) that has free and cheap monthly subscriptions. With Later, you can use their “suggested hashtag” feature which acts pretty similarly to all-hashtag.com, except you can use this function WHILE scheduling your posts! Disclaimer: the hashtags are a bit different due to the differing algorithms both sites are using.

I cannot recommend Later enough, and their hashtag tool is just a bonus!

And there you have it! Are you ready to start using hashtags? Let me know in the comments below.

Interested in more tips on how to shine on social media? Check out these posts that will help you on your journey to becoming a social media guru in no time.

2020 Social Media Strategy in Three Easy Steps

Utilize Scheduling to Amp Up Your Social Media Strategy

Things You Need to Know: Social Media Dictionary

Use the Summer Months to Strengthen your Social Strategy


Ahh, sweet summertime has arrived. It’s hot, kids are out of school, and people are exhausted. That being said, summertime in the jewelry industry is typically a slower season. There are not many peak selling holidays and folks are just trying to save money during the hot months.

While you may have a bit more free time on your hands, summer is the perfect time to perform a deep-dive of your social media strategy. What are you doing right? What can you improve? Luckily for you, I’ve compiled a list of three things you can do to work on your social strategy.

Check out these easy ways to strengthen your social media strategy this summer.

Monitor your insights

The dreaded summer slow season is a perfect time to pick up your phone or sit at your computer and analyze those insights. Don’t know how to do that? Read our blog all about Facebook insights as well as Instagram insights.

Basically, when analyzing your insights, you are gathering data about your social audience. This allows you to better adjust the content you’ll be posting, the time you post, your tone (how to word your message), and much more.

Resources like Buffer provide insight into the importance of tracking your posts.  Here are some analytics you can look for in your insights to adjust your social strategy accordingly.  



Plan out your posts

I know it’s boring and can also be difficult. But trust me when I say MAKE A SOCIAL CALENDAR! Plan out your posts weeks–or even months–in advance! A simple Google search for “monthly calendar” is all you need to plan out those posts.

Utilize popular hashtags like #WeddingWednesday, #RingStack, or #EarCandy to get some creative ideas for posts when you don’t have anything else to post. Use the data from your insights to draw inferences as to what your audience likes to see – if your posts about birthstone jewelry get significantly more love than others, it’s safe to say your followers would probably like to see more birthstone pieces!


Schedule, schedule, schedule

If you’ve spoken to me before about social media, you’ll think I sound like a broken record. But I’ll say it again: SCHEDULE YOUR POSTS in advance! And take this time to get in the habit of scheduling out posts weekly or monthly. Before you know it, it’ll take you little to no time to schedule out a whole month’s worth of social media, and everything will be ready to go for busy season.

Not sure how to schedule posts? Check out my previous blog post where I walk you through the whats, hows, and whys of social media scheduling.


Photo by SOCIAL.CUT on Unsplash

And that’s it! I know these tasks can be tedious, and nobody likes homework, but trust me when I say future you will thank your past self for reevaluating your social audience and getting into good habits for the future.

What do you like to do to spruce up your social channels? Let me know in the comments below!

Utilize Scheduling to Amp Up Your Social Media Strategy

It’s a given that managing your business’s social media platform is hard, especially when you have more important things to do (like run a business). But did you know that in 2019, at least 90% of U.S. businesses used social media for marketing purposes? That’s why it’s important to stay ahead of the curve and optimize your social media strategy to benefit you, your time at work, and your business.

What is scheduling on social media?

Scheduling your posts on social media is essentially just creating your posts at an earlier date and using a scheduling tool to post on a designated date and time. I recommend putting some time aside each week (or even each month) to create the posts that you’d like to schedule in the future. Making a social media calendar is so beneficial, and it will make your life easier. I promise! All you need to do is find a monthly calendar online, and start filling it in. Here is an example of the calendar overview I use as Stuller.


Why should I schedule my social media posts?

 It is important to consistently post on your social channels. As far as frequency of posting, I don’t think there is a magic number of posts per day or per week that you should be putting out. My advice is to just be consistent. If you can dedicate one post a day, that’s great! If you want to post Mondays, Wednesdays, and Fridays–awesome! Just remember consistency is key.

How do I schedule?

At Stuller, we use the social media management platform Later to schedule posts on Instagram and Twitter. There is a free plan, but the paid subscriptions are as cheap as $9/month. Later supports scheduling on Facebook, Instagram, Twitter, and Pinterest.


Facebook has a tool called Creator Studio that allows you to schedule Facebook and Instagram posts. You can do things like schedule, post, backdate, or even save posts as drafts through Creator Studio. Facebook recently moved all of its scheduling abilities to Creator Studio, and it’s fairly easy to use.  So get used to it and have fun!


Watch my Facebook Live Learning Series webinar on the basics of social media here to learn more about scheduling as well as other tips for getting started on Facebook! 

For more Social Media tips, check out the Summer 2020 edition of From the Bench.

How to Use Instagram Insights to Inform Your Social Media Strategy

Instagram Insights August Blog Header

Social media has made a huge impact on how businesses advertise their products or services. Working in the field, people constantly ask me, “Hannah, how do I start using social media to my business’s advantage?” Honestly, we’re always learning and evolving our strategies, but I do have a few tips to help amplify your social media’s success on Instagram.


Remember the secret sauce from part I of this series: Serve the right content to the right person at the right time.


Let’s talk through how this applies to your Instagram strategy! In order to get started, our first mission is getting you to your Insights page. Thankfully, it’s super easy. Follow along with the GIF below. Remember, you won’t be able to see your insights if your Instagram profile isn’t established as a business page. Don’t have a business account? Make the switch today.

How to Navigate Instagram Insights GIF

1. What’s the Right Content?

If you go into the Feed Posts section of your Instagram Insights, you can categorize all of your posts by both content type AND various performance metrics. We want to focus on top-performing posts. So, to do that, we will show all posts over the past year sorted by engagement.

Instagram Insights Feed Posts

Here, you see that our highest performing posts vary in themes. However, there are a few repeat topics if you look closely. For Stuller’s account in particular, bridal posts are usually a hit, as well as company updates and user-generated content.

Analyze your own insights in an effort to make these kinds of inferences. For example, if your posts about gemstones keep showing up in this section, be sure to include more gemstone posts in your content strategy! Don’t get too crazy, though— it is important to mix it up. Your followers can get bored with too much of the same. Test out different topics and keep a pulse on what’s working and what’s not using this section.

Another thing to consider is which content types resonate with your specific audience. If all of your posts with the highest engagement rate are videos, then what does that tell you? Ding, ding, ding! It suggests you should dedicate your time and resources to videos! (Again, don’t get crazy. There can certainly be too much of a good thing.)

2. Who’s the Right Audience?

Knowing your audience is SO essential to social media marketing. Understanding the demographics of your audience can help create posts and adjust your tone when writing captions or stories. We’ve said it before and we’ll say it again: Figure out who you’re talking to. If your audience is primarily older women, you will speak a lot differently than you would if your audience is primarily young men, right?


Let’s take a look at some more insights, so we can break down your audience further.


Instagram Insights Demographics

So, instead of content, we’re looking at the Audience tab of your Instagram Insights. Here, you will be able to see where your audience is from, their age and gender, and even what times they are active on the platform. Now, isn’t that incredibly important information to have? Which brings us to our next question . . .

3. When’s the Right Time?

Using what you’ve learned from analyzing your audience’s data, you’ll know when the biggest group of your followers is online at the same time.

When it comes to the frequency of your Instagram posts, there is no single right answer for everyone. The most important rule is consistency! If you feel like you only have time to post three times a week, do that! Think you can post once a day? Do that! Whatever you do, just be consistent. Instagram will reward you for it. When you decide how often you can commit to posting, use the data to determine which days and times you should post.

Instagram Insights Audience Stats

As you can see above, this section shows you the day AND time of day you have the most active audience online. If you can make three posts per week, come to this section and choose the top three days and the top three times of those days to publish your posts.

Pro Tip: Instagram says 12PM is your highest concentration of followers online? Post at 11:30! Posting content 30 minutes earlier will allow your post to get through Instagram’s algorithm and start showing up for your active at 12PM audience.


So, how exactly can you get the ball rolling when it comes to social strategy? Stick to the secret sauce: Deliver the right content to the right person at the right time!


Did you enjoy learning about Instagram Insights? Was it, dare I say, insightful? Let me know in the comments down below!

How to Use Facebook Insights to Inform Your Social Strategy

Facebook Insights August Blog Header

Social media plays an imperative role in almost any company’s success. However, as most are finding out, it goes beyond just posting photos of products and responding to customers online. Having an effective social media presence takes time. And time is money, am I right? So, let’s make sure we’re using social media effectively AND efficiently. Here’s the secret sauce:

Serve the right content to the right person at the right time.


“But Kristyn,” you ask, “I don’t know what the right content, the right person, OR the right time is.” Neither do I, TBH. You know who does though? Your Facebook Insights. Let’s dive in.

To better understand how to take advantage of Facebook insights, you must know where to find them. The GIF below shows how to navigate to the parts of Facebook Insights you will need today.

How to Find Facebook Insights GIF

1. What’s the right content?

There’s a section of Facebook Insights that breaks down the success of different post types based on average reach and engagement specific to your page. In the screenshot below, you can see that our link posts (mostly blog posts) are currently outperforming our other content types.

Try to keep a good mix of content types flowing through your Facebook Page. But, if your insights are telling you that your blogs and videos outperform your photos, what should you be investing time in creating? More blogs and videos, of course! Check out the results of this section on your own page for guidance on the types of content you should focus on creating.

Facebook Insights Post Types

2. Determine Content Themes

Now that you know which content types are resonating with your audience, you need to determine what content themes will perform well. If you scroll down on this same page of your Facebook insights, you will come across the section below. Here you will find a breakdown of the individual performance of your most recent posts. The most important metric here is your per post engagement rate. The higher this percentage, the better.

Facebook Insights Picture 4

Take a look at this section of your insights to see which posts outperform others. Try to draw conclusions based on that data. Maybe you will start to notice common threads. Perhaps fun facts about gemstones perform really well or lifestyle photos get more likes compared to jewelry photography. Pay close attention to this section to better understand what to post in an effort to get the most engagement out of your audience!

3. Who’s the right person?

Now, you’ve used your insights to generate some effective content ideas! The next step is to make sure your audience engages with that content. What’s the key to getting your audience to engage with your content on social media? Understanding who they are in the first place. Think about it. How can you create posts your audience will like if you don’t even know who they are? That’s why I encourage you to check the Your Fans section of your Facebook Insights regularly:

Facebook Insights Your Fans

Do you have a predominantly male audience? That could definitely change the way you speak to them in your posts. What age is the majority of your followers? You probably have products that steer more toward that age group. Knowing what types of content resonates with your audience AND having a clear picture of who you’re talking to will help create content that works!

4. When’s the right time?

Raise your hand if you’ve ever Googled something like: When’s the best time to post on Facebook? 🙋‍♀️ Same! And it did not give me the correct answer, so who do we trust?

In your Facebook Insights, choose the Posts tab and that’s when you will see this data:

Facebook Insights When Your Fans Are Online

Here, you’ll find which times and days of the week most of YOUR Facebook audience is online. This data is much more valuable and targeted than any general recommendations found using Google search. This section will tell you not only what days of the week will work best, but what time of those popular days, too.

Here’s the pro tip: If your Facebook insights tell you that Thursday at 8PM is when the highest concentration of your audience is online, schedule your post for 7PM. Publishing at 7PM will give your content enough time to get through Facebook’s algorithm and start showing up to your active 8PM audience.

So what’s the recipe for social media success? No, it’s not funny memes or viral cat videos. Simply put: deliver the right content to the right person at the right time.

Have I convinced you to be more deliberate with your social strategy? Let me know in the comments down below so I can cheer you on!